South Africa, Aug. 13 -- The update moves Pixie beyond personalised product recommendations towards a more conversational approach to online grocery shopping, with customers able to ask questions, share images, and receive suggestions tailored to their needs.

Developed in-house by the ShopriteX team, the functionality combines product, customer and contextual data to help shoppers navigate everyday grocery decisions.

From shopping list to personal shopping assistant

Pixie Smart Chat is designed to respond to the way consumers actually shop; often without a fixed shopping list and with decisions influenced by factors such as the occasion, weather, and previous purchases.

Planning a weekend braai, for example, could prompt Pixie to sugg...